The fan said: Shopping at SKP is like all living things
Not long ago, SKP, the most expensive shopping mall in Beijing, achieved sales of 17.7 billion yuan in 2020 for ten consecutive years. It continues to be the "King of Stores" in China, and even defeated the old British department store Harrods to become the "King of Stores" in the world.
According to data reported by the "Beijing Daily", Beijing SKP received 15 million passengers in 2020, and sales increased by 15% year-on-year. Single store sales, per square meter Rice sales output ranks first in the world. Under the epidemic, people's purchasing power is stronger than before.
This year, the momentum of Beijing SKP is indeed very strong. In the context of the decline of the global luxury goods industry, there are still many brands Stationed in Beijing SKP.
DJULA and Messika, the French jewelry brands introduced by the fan before, have opened their first stores and counters in China at SKP in Beijing. Boucheron, a subsidiary of Kering Group, has opened its first stores and counters in China. Boutiques are opened here, as well as the world's first Jardin d'Hiver Boucheron back garden store.
What kind of existence is Beijing SKP? Located in the core Huamao business district of Beijing CBD, it is the most high-end shopping mall in Beijing. It is home to big-name brands such as Hermès and Chanel, as well as high-end jewelry and watches such as De Beers and Audemars Piguet. It can be called the most expensive and most Versailles shopping mall in Beijing.
Not only does this have the highest density of trenches within trenches, it also has the ability to line up trenches, easily allowing trenchers to waste precious seconds at the door of the store. Ten minutes. Almost every time I go to SKP, I will see people queuing up in front of Chanel, LV and Hermès (although compared to SKP during store celebrations, this scene is nothing worth mentioning).
Today, the fan will also give you a glimpse of the people shopping in SKP in Beijing, and see what the style of people shopping in Beijing's most fashionable shopping mall is like.
The hidden rich group
Beijing Yinhao can wear a simple Adidas Nike, but he has value With more than 20 million yuan in school district housing, the family lives in a villa area in Shunyi; you can also wear simple and comfortable clothes with no visible brand, mostly from Loro Piana and Brunello Cucinelli, who look ordinary but are actually high-end. brand.
The invisible rich people who visit SKP in Beijing can be inconspicuous and plainly dressed, so low-key that it is impossible to tell where they are rich from their clothes. , but it is very likely that when they walk into a certain brand store, they will be invited directly into the VIP room.
They usually do not carry high-profile bags or even backpacks, adhering to the principle that visiting SKP can achieve multiple functions such as leisure, shopping, and walking. After all, carrying a "heavyweight" bag when going shopping is twice as tiring.
Just like in "Thirty Only", an inconspicuous aunt can buy millions of high beads while carrying a grocery bag and wearing sneakers.
In addition to the fan’s own observations, many Sales people also said when chatting with luxury store clerks that customers who buy expensive products, Often they don't dress very formally or delicately, but rather in an ordinary way. Generally, they are casual clothes, simple and clean without any traces of famous brands, and some are particularly inconspicuous.
Audemars Piguet’s SA said that there are people wearing clothes like Li Ning and Anta, including vests, pants, and slippers, and they have successively purchased more than a million. A passerby who was dressed very ordinary and swiped his card as soon as he came in and got a watch worth 2 million.
The fan has a rich friend who is nicknamed "Young Master". He can be said to be the representative of SKP's invisible rich group. His family owns countless Hermes. , spending an average of tens of millions at SKP every year, and every time I visit SKP, I will be accompanied by a dedicated person.
According to his description, he visits SKP N times a year, and every time he dresses low-key and casually. But it’s not to hide one’s merit and fame, but because shopping is really a physically demanding job, and dressing comfortably and appropriately is the most important thing. Therefore, in winter, comfortable sweaters, sweatshirts, etc. can be regarded as "battle uniforms" for shopping.
In terms of style, I also prefer clothes with clean cuts, details and design. For example, sweatshirts and jackets like this may look ordinary, but the essence of the brand can be found in the design. Of course, designs like big logos and trademarks will never appear in his wardrobe at any time.
Or you often wear Brunello Cucinelli’s short-sleeved round-neck T and Loro Piana’s cashmere sweaters. High-quality fabrics and practical wear are king. . The young master revealed that not only does he like these brands with sophisticated materials and simple designs, but the older generation are also their die-hard fans.
The fan also heard that even the boss of SKP is a fan of top brands such as LP and Kiton. Clothes with fancy designs and street-worthy gimmicks but lack of practicality are never on their consideration list.
The invisible rich group also has the same style in shopping. For example, the young master’s highest purchase price per customer at SKP last year was jewelry, and he was particularly fond of it. Chopard. After Boucheron opened its boutique last year, he also got into the trap and received a Boucheron colored diamond.
The place where he buys the most watches is naturally SKP. He recently received the Blancpain Pioneer Series 8825-1530-53B that he bought from SKP, with a public price of 110 Duan Wan, his words revealed satisfaction.
However, the most purchased items are fashion brands like LV and Hermès. The young master also recommends shopping at SKP Select and Home Select, where you can buy some exquisite and high-quality goods in one place. This is one of the reasons why he likes to come to SKP.
As for the shopping experience, the young master said: Maybe some people have complained about SKP’s poor service attitude online before, but I have never experienced it because every time There are people accompanying you from beginning to end, providing guidance, carrying shopping bags and other services with meticulous attention to detail... Inadvertently revealing the flavor of Versailles.
Another friend of the fan’s invisible rich group also gave a new perspective, because he lives in the west (SKP)
It is located in the east of Beijing), so even if he drives for several hours at a time (including traffic jam time), he will go to SKP for shopping. The good environment, many brands, and comfortable shopping are the most attractive places for him .
Exquisite ladies group
Another big group of people who come to SKP is the ladies group. They can be roughly divided into two categories. One type is casually dressed but still tasteful, and even walks with their children; the other type is extremely elegant and meticulous in details.
Most of the noble mothers in the first category bring their children under 10 years old, and they leave the children while shopping, so that parent-child interaction and shopping can be combined.
They dress relatively casually, focusing on relaxation and comfort. Many of them wear comfortable and convenient tracksuits with sneakers. , with a light and refreshing feeling just like taking a stroll near home.
This year, loungewear-style sweatshirt suits are popular. Fan owners observed at SKP that several mothers with children chose this style with a touch of fashion and laziness. Clothes that are comfortable and easy to wear.
In terms of bag matching, they do not buy Hermès Birkin or mini LV bags per capita as rumored and in a book. Or Hermès vegetable baskets that are lightweight and can be loaded will appear more frequently.
Another style of painting is a lady who is exquisitely dressed. She has the look of a person who is in Beijing but in London, and her arms are light and textured. Wearing a high-end solid-color coat, a simple cashmere sweater and a skirt, and wearing high heels to expose her calves, she walked steadily and easily, as if walking on flat ground.
(Style similar to Kate)
Probably similar to the one in "Thirty Only".
The company’s friends also saw senior lady contestants carrying Himalayas in SKP. They were well-dressed and elegant. When he walked into Hermès with a natural look, the counter lady even politely left the customers at hand and rushed up to say hello.
The biggest advantage of these two types of ladies is that they both look very delicate and young, and quite a few of them can even go shopping without makeup. Stay and take a closer look. But I don’t see that age is the foundation, and I don’t see where fine-tuning is considered advanced.
According to an SKP salesperson, many customers bring their daughters aged 14-18 to go shopping. The daughters dress maturely, while the mothers dress young and do not have rich experience. I really can’t tell whether they are best friends or mother and daughter.
However, there are still quite a few contestants in the ladies group who have busy careers. They have become the best friends of all the cabinet girls and cabinet brothers in SKP. , you can visit the store in the cloud in your circle of friends, pay online and wait for the goods to be received at home.
The wealthy group who buy big brands, such as grocery shopping
There are quite a few wealthy people in SKPer who buy big brands, such as grocery shopping. , and they are also the main force in shopping mall consumption. When new models and show items arrive in stores, they are most likely to place orders in minutes.
Their style of painting would have been very easy to identify in the past. They wore belts with bright big-name logos on their bodies, and their expressions showed that they were full of confidence and were always ready to scan codes or swipe their cards.
In the past two years, office friends have seen rich people buying Burberry like buying groceries, with all kinds of classic plaid singlets. Buy it once, and then carry it in exaggerated big and small bags to continue working, revealing the trench inside and outside.
However, this kind of exaggerated painting style is relatively rare now. After all, the old money painting style is the ultimate goal of the rich.
Occasionally, there are some rich people who dress up too hard and want to look decent and highlight their status, but accidentally dress like nouveau riche.
Friends who went to SKP to observe said that they saw three men carrying big geese, each with an "H letter belt", walking side by side on the first floor where there was a sea of ??people. Their arms swung extremely wide with the steps.
Internet celebrity group with new tops from big brands
What is particularly eye-catching is the good looks A group of internet celebrities with good figures. The latest and most popular styles from big brands are worn together, and the style is slightly exaggerated.
Balenciaga's full-logo sweaters and Bottega Veneta's thick-soled Chelsea boots appear very frequently on their bodies, and each of them wears them in a trendy and cool style.
Women may also wear short artificial fur and this year's popular Fendi presbyopic scarf, and carry a Dior booktote. Last week, a friend in the office encountered a series of cash collisions while carrying a booktote.
The contestants in the internet celebrity group often appear together with couples. Their faces that look exquisite but unrecognizable do not prevent them from becoming The most eye-catching scenery among the crowd.
There are also many young and old couples among them, with a beautiful young lady holding her arm with a mature man. A salesperson once revealed to a model owner that some young and beautiful ladies who are jewel-like often have an older man beside them who is responsible for paying the bill. But I usually buy classic models from various brands.
A trendy group who wears at least one niche designer brand
Whether it is a working day or a holiday, SKPer There is always a trendy group of people who love niche designer brands.
However, they prefer SKP-S, which is across the road from SKP. Although there are also big brands gathered here, there are also many designers with a sense of design such as Jil Sander and sacai. But it’s a niche brand and has much less foot traffic.
The artistic shopping mall decoration style and various deconstructed aesthetic style shops are the best background for them to shoot blockbusters~
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Not to mention the simulated sheep “farm” at the entrance, I believe it has already been refreshed in your circle of friends countless times
The trendy group tends to use clothes from niche designer brands to highlight their unique taste. The key point is that they must be unique and stylish enough, but cannot be easily noticed by others. See the brand.
Their favorites include large suit jackets and handsome square-toed shoes~
However, they may not necessarily gain something here. If they come to SKP-S, which has a good environment, to go shopping, and to have a meal at the Internet celebrity restaurant on the basement floor with friendly per capita prices, they will be in a better mood.
A group of elite white-collar workers working nearby
SKP is located in the bustling Huamao business district. The family is also a frequent visitor to SKP.
Most of them are engaged in the fashion industry and financial industry. Deutsche Bank is next door, Guomao Office Building requires a few more steps, or the fashion building, Guanghua, is only ten minutes away by taxi. If the street ladies want to have afternoon tea with the ladies on Dawang Road, they will most likely choose this place.
Those who go shopping just downstairs are very likely to be at the top of the contempt chain of elite white-collar workers.
Their style is relatively high-end, with shirts with textured fabrics and tailored suit trousers, paired with a pair of Roger Vivier high heels, which are not too fashionable but decent and refined enough.
(The painting style is similar to Samantha)
SKP has a lot of space for afternoon tea, maybe TWG Tea opened in front of Hermès They will also appear. Not only can you leisurely watch the impatient rich people lining up for Hermès, but you can also take a break from the hustle and bustle and chat with colleagues and best friends about the recent appointment of fashion brand designers or the rise of Bitcoin above $48,000. topic~
According to familiar sales, the strength of the ladies on Dawang Road is obvious to all, but there are also some newcomers. Elites in the workplace will be like Chen Ke in "Beijing Women's Illustrated Book", saving their own money and then buying more classic models from the brand.
However, elite players who visit stores will definitely know that SKP can only use WeChat or swipe cards to pay, and will never ask questions like "Can I use Alipay?"
------I am the dividing line at the end------
Okay, let’s talk There are so many, but they are actually only a small part of what the fans have observed, and they do not represent all SKPers. The most important thing when going to the mall is to have fun. No matter what style you choose, as long as it is what you like and suits you!
Fans are also welcome to tell us what style the Beijing SKPers around you have~
Produced by Business Fans: Editor Blair | Operation Kien
Source WeChat public account "Business Fan" (WeChat ID: bfaner)